May has been a buzz of activity with more and more inspired promotions being supported in-store. Perhaps this is no surprise given the latest data, that 66% of the UK population take part in promotions, with 80% believing it is a great way to reward consumers*! Either way, we have enjoyed the recent flurry of innovation and would like to share some of our top picks with you.

*New research YouGov ‘What The British Think Of Promotions’ report. April ’21

Walkers – #crispIN or #crispOUT?

Walkers went big with an extensive partnership, communications and media strategy to nail the age question… crisps in or crisps out?

  • Promotional Support: TVC, YouTube, Social Media, Influencer, OOH, Digital
    • Extensive influencer support – shared their sandwich preference and if IN or OUT
    • Gordon Ramsey followed up initial celebrity videos with live reactions
  • FSDU & Aisle Fins in-store to support the campaign
  • Partner with Subway – from 07.04 – 25.05 subway guests were asked if they are crispIN or crispOUT


Flipz – Big Game Drops

Flipz homed in on the gaming network to run a drop style mechanic with a winner announced at 22:00 every night from the 1st April – 30th June.

  • Instant win promotion. Drop style mechanic – entrants notified at 22:00 every night if they win or lose
  • Register on microsite and enter by activating an email link
  • Gaming prizes ranging from Just Eat vouchers to gaming chairs and PS5s. Full list and drop schedule in T&Cs
  • Microsite enhanced with curser driven parallax
  • Promotional support
    • Social media: Extensive Brand & Influencer support via Instagram & TikTok
    • In-store: Aisle fins

Monkey Shoulder

Single-minded headline with multi-layer offering.

  • Free mini speaker with purchase
  • Fever-Tree placement partnership
  • Chance to win prizes with The Monkey Mixer when you scan QR code
    • Swipe token, token falls through pins, lands in either a drinks suggestion or a prize
    • Prizes include merch (hats, t-shirts, glasses)
  • Driving Summer serves with cocktail/mixer PR and free gift with purchase

KFC – Superfan Search

The Colonel on the hunt for KFC’s next superfan with a Dragon’s Den style competition.

  • Annual Superfan Search is back
  • Visit to share credentials by 25th May
  • To win: must show devotion to all things fried chicken and support in any creative way you can think of e.g. song, story, tattoo
  • Winner is inducted into the Superfan Hall of Fame and wins all expenses paid for trip to Kentucky + a years supply of KFC
  • Supported on Social media – also featured on popular social media publishers e.g. Lad Bible

Dreamies – Supporting Mental Health With Pride

A genuine contribution to Pride Month. Dreamies have established a strong emotive connection with their audience into the future.

  • In 2021 Dreamies is helping to support the LGBT+ Foundation helpline for 1yr
  • Aisle fin for in-store standout supported on social media channels
  • Why Pride & Dreamies:
    • 71% of LGBT+ community have a pet
    • 52% of LGBT+ people experienced depression in the last year
    • 82% of LGBT+ pet owners surveyed agree that being around animals helps their mental health
    • 31% of LGBT+ people said they’ve thought about taking their own life in the last year (increases to 46% within Trans community)

Pimm’s – Sundowner

Taking on the summer evening occasion with their very own aperitivo hour. Introducing the ‘new way to spritz’ with Pimm’s Sundowner.

  • Pimm’s has always been a staple for a British Summer – Pimm’s Sundowner competes with the Aperol spritz market
    • ‘… best served with prosecco and soda as a #sundownerspritz’
    • ‘The new way to spritz’ and ‘sparkling’ messaging
  • Available exclusively from Sainsbury’s or D2C from 26th May
  • Social media support – ‘Spritz’ audience heavily influenced by social media

Morrisons – Aperol Spritz Box Set

The latest in a variety of box sets and tailor-made for the bank holiday weekenders, as Morrisons leverage the drink at home package opportunity.

  • Partnership with Morrisons, which created an Aperol Spritz box with snacks for £35 – ready for the bank holiday weekend
  • Part of Morrisons Boxes service which delivers Food Boxes and Occasions Boxes – other examples include:
    • BBQ Box, The Ultimate Gin Box, Seasonal Vegetables Box, Family Picnic Box
  • Timely box for Bank Holiday occasion

Tennent’s – Summer Of Football

A heroic display of patriotism as Tennent’s larger align themselves with a small (but mighty) part of society, with a mass appeal product.

  • Tennent’s Lager ‘biggest ever’ off-trade promotion
  • Prizes: Total 4,600
    • 500 personalised football tops
    • 2000 mini footballs
    • 2000 captain armbands
    • 100 Tennent’s £25 online vouchers
  • Tennent’s Shop is also stocking various football merch including: Football Bar Mats, Retro Tops, Home Bar Kit, Football Mug
  • Proudly Scottish and profoundly football – Original supporter of Scotland Football

PepsiCo – Grab The Perfect Match

Disruptive, large scale in-store presence leveraging The Big Match.

  • PepsiCo extended their Global UEFA Champions League Partnership
  • Hero brands: Gatorade, Pepsi, Lay’s
  • Grab The Perfect Match refers to both the sporting events and the snacks
  • Elaborate In-store displays including mini-stadium designs
  • See next slide for more amplification refs

M&S – Fred’s Wines Of The Month

Fred is back and this time taking care of the drinks with his monthly wine suggestions. This is accompanied by a wine passport to help encourage trial and discovery of wine.

Ketel One Vodka – Partnership With Felix Project

Aisle fine design and partnership strongly align with the brands ‘do good’ profile.

  • Kickstarted pledge to Felix Project by giving £100k and will continue to give via:
    • Off Trade £1 per one 70cl bottle sold in the UK (Participating retailers)
    • On Trade £1 for every cocktail made (Participating outlets)
  • Pledge to save and deliver ingredients for 1 million meals with Felix Project
  • Felix Project website with full campaign detail:
  • Aisle fins in-store for support with ‘Doing Good Tastes Better’ messaging
  • Social media support (Instagram, Facebook)

Burger King – AR Smoke Trail

Burger King reinforces its brand’s grill credentials with an engaging and functional use of AR technology.

  • OOH advertisement with QR code that cues Instagram story filter, when scanned by smartphone camera, that shows AR smoke trails
  • AR trails lead to the nearest Burger King
  • ‘Because where there’s smoke there’s fire.’ & ‘If you don’t believe us scan and find out’ messaging is part of deeper message to the campaign
    • The AR smoke/smell also represents the ‘real’ the fire burgers are grilled on, not the alleged ‘fake’ liquid smells

Robinsons – Royal British Legion

Can’t miss pack execution with great POS standout, highlighting social and environmental credentials.

Message1: Charitable contribution

  • Donating 15p per pack sold to the Royal British Legion
  • Large neck flag with clear messaging and strong standout on shelf
  • QR code on the underside with link to Royal British Legion website

Message 2: Environmental contribution

  • ‘One bottle lasts twice as long’ & ‘less plastic’
  • Copy on FSDU for standout at POS

McGuigan – 10K Home & Garden Bundle

Lifestyle and occasion positioning with summer fast approaching.

  • Text to win mechanic for a chance to win 10K Home & Garden Bundle (Std. network rate / no purchase necessary)
  • March 1st – June 30th 2021
  • Rich prize, but only one, includes TV subscriptions, Sofa, BBQ, Hot Tub
  • Promotional support
    • Shiny silver foil roundel on the bottle
    • Instagram post


Jam Shed – And One Of Our Own Hot Off The Press!


Grand Central develops innovative shopper marketing solutions for a host of brands and organisations. For help with planning, designing and building your requirements please contact us at: / 020 8546 0150